SITUATION

30% of car accidents in Spain is due to DRIVING DISTRACTIONS, which means the second cause of vehicle accidents. Today, internal elements such as tech devices, are significant elements of distraction. More distractions more unseen risks. Driving safe needs more alert.

IDEA

Create the feeling of an invisible pedestrian caused by drivers’ distraction. Unseen to Drivers. Visible to FIAT. FIAT 500X with Safety Sence and Pedestrians detection.

EXECUTION

We created a series of posters, which shows unexpected pedestrians invisible to the eye, while entertaining the viewer. The spots were meticulously chosen from common areas well know it for car accidents. Using color and perspective as a metaphor, we create visual intrigue. Unseen to drivers. Visible to FIAT 500X.

OUTCOME

FIAT Spain, is a privately held company and does not share it's business results.